Marketing & PR | The Guardianhttp://www.theguardian.com/media/marketingandpr
Latest news and features from theguardian.com, the world's leading liberal voiceen-gbGuardian News and Media Limited or its affiliated companies. All rights reserved. 2015Sun, 02 Aug 2015 20:55:19 GMT2015-08-02T20:55:19Zen-gbGuardian News and Media Limited or its affiliated companies. All rights reserved. 2015The Guardianhttp://assets.guim.co.uk/images/guardian-logo-rss.c45beb1bafa34b347ac333af2e6fe23f.pnghttp://www.theguardian.com
Galleries: let's ditch the artspeak and artybollockshttp://www.theguardian.com/culture-professionals-network/2015/jul/30/galleries-lets-ditch-the-artspeak-and-artybollocks
<p>If public galleries really want to be more accessible, they should listen to George Orwell and never use a long word where a short one will do</p><p>As an art student eager to know about the latest arts discourse and reviews, I thought nothing of spending hours poring over the library’s copy of contemporary art journal <a href="http://www.studiointernational.com/">Studio International</a>. With dictionary to hand, I would assiduously look up the unfamiliar words and decipher all the specialist concepts and terms. I was there to study. I had time and inclination to understand the theories of fine art practice. I needed to understand, appreciate and critique art and after all, this publication wasn’t aimed at the general public.</p><p>Nowadays, surveys such as <a href="https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/438442/Taking_Part_2014_15_Quarter_4_Report.pdf">Taking Part</a> tell of high levels of general public interest in the contemporary visual arts. According to Tate director Sir Nicholas Serota, the <a href="http://www.tate.org.uk/about/our-work/national-partnerships/plus-tate">Plus Tate</a> network of galleries small and large across the UK are pulling in the punters, their programmes “<a href="http://www.tate.org.uk/download/file/fid/45299">enthusiastically adopted</a> by their local communities”. So have contemporary art galleries adapted their language, in recognition of their now wider (and more culturally diverse) audiences? </p> <a href="http://www.theguardian.com/culture-professionals-network/2015/jul/30/galleries-lets-ditch-the-artspeak-and-artybollocks">Continue reading...</a>Culture professionals networkAudiencesCommunicationsMarketing & PRArt and designArtCultureExhibitionsThu, 30 Jul 2015 11:32:11 GMThttp://www.theguardian.com/culture-professionals-network/2015/jul/30/galleries-lets-ditch-the-artspeak-and-artybollocksPhotograph: Mondadori/Getty ImagesGeorge Orwell: ‘If it is possible to cut a word out, always cut it out.’Photograph: Mondadori/Getty ImagesGeorge Orwell: ‘If it is possible to cut a word out, always cut it out.’Susan Jones2015-07-30T11:32:11ZCan AI help us solve the ad industry's troubles?http://www.theguardian.com/media-network/2015/jul/30/artificial-intelligence-ai-ad-industry-troubles
<p>Embrace the algorithm and we will future proof the sector for 2020 and beyond</p><p>“Why is everyone that I talk to in the ad industry trying to get out of it?”</p><p>A friend of mine – and a rather young chief executive of a successful tech company – asked me recently. Lately, everyone seems to be wondering not what’s next, but where to go next.</p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/jul/27/artificial-intelligence-future-advertising-saatchi-clearchannel">Is artificial intelligence the next step in advertising?</a> </p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/jul/02/the-battle-to-become-an-ingredient-brand">The battle to become an ingredient brand</a> </p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/jun/08/artificial-intelligence-ai-created-adverts-computers">The beginnings of advertising created by artificial intelligence</a> </p> <a href="http://www.theguardian.com/media-network/2015/jul/30/artificial-intelligence-ai-ad-industry-troubles">Continue reading...</a>Media & Tech NetworkMarketing & PRMediaAdvertisingMedia businessUberGoogleAppleTechnologyInternetArtificial intelligence (AI)Thu, 30 Jul 2015 11:25:41 GMThttp://www.theguardian.com/media-network/2015/jul/30/artificial-intelligence-ai-ad-industry-troublesPhotograph: Broadimage/RexRita Ora taking part in the ice bucket challenge. The campaign relied on the influence and reach of celebrities.Photograph: Broadimage/RexRita Ora taking part in the ice bucket challenge. The campaign relied on the influence and reach of celebrities.Photograph: David Ramos/Getty ImagesUber’s simple interface.Photograph: David Ramos/Getty ImagesUber’s simple interface.Photograph: Allstar/Sportsphoto LtdKevin Spacey in Netflix’s House of Cards.Photograph: Allstar/Sportsphoto LtdKevin Spacey in Netflix’s House of Cards.Photograph: Blutgruppe/CorbisBy 2020, decision makers within organisations could be artificially intelligent.Photograph: Blutgruppe/CorbisBy 2020, decision makers within organisations could be artificially intelligent.Rei Inamoto2015-07-30T11:25:41ZFrom Bloomberg to Quartz: five attempts to tackle our attention deficithttp://www.theguardian.com/media-network/2015/jul/30/bloomberg-medium-quartz-readers-attention
<p>We look some of the innovative techniques online publishers are using to hold the attention of their readers for longer</p><p>In a world of finite time and apparent infinite choice, how are publishers encouraging readers to stick around? And how, especially, are they persuading them to stay for the longish reads? One answer is to provide visual or text-based cues to indicate how much time readers will need to invest in a particular article.</p><p>Here are five innovative approaches.</p> <a href="http://www.theguardian.com/media-network/2015/jul/30/bloomberg-medium-quartz-readers-attention">Continue reading...</a>Media & Tech NetworkInternetTechnologyFuture PublishingNewspapers & magazinesMediaMarketing & PRThu, 30 Jul 2015 10:12:21 GMThttp://www.theguardian.com/media-network/2015/jul/30/bloomberg-medium-quartz-readers-attentionPhotograph: BloombergBloomberg.Photograph: BloombergBloomberg.Photograph: Royalty-Free/CorbisPublishers are innovating to make online content stickier.Photograph: Royalty-Free/CorbisPublishers are innovating to make online content stickier.Jon Bernstein2015-07-30T10:12:21ZWhy online video is the future of content marketinghttp://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online
Video is taking content marketing by storm, but you'll have to do more than just make one to realise its full potential<p>If it were five years in the future, would you be reading this article or would you be watching it? As online video continues its inimitable rise, it's an interesting question to ponder.</p><p><a href="http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html" title="">By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled</a>. Leafing through a swathe of statistics on the subject, I'm hard pressed to find any indicator that doesn't suggest rapid growth.</p> <a href="http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online">Continue reading...</a>Accessing expertiseGuardian Small Business NetworkMarketing & PRThu, 30 Jul 2015 10:00:00 GMThttp://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-onlineRobert Gray/Getty ImagesVideo is everywhere these days. Small businesses who ignore it 'do so at their peril'. Photograph: Robert Gray/Getty ImagesRobert Gray/Getty ImagesVideo is everywhere these days. Small businesses who ignore it 'do so at their peril'. Photograph: Robert Gray/Getty ImagesChris Trimble2015-07-30T10:00:00ZThe 33 trailer: watch Antonio Banderas in the Chilean miners' rescue filmhttp://www.theguardian.com/film/2015/jul/29/the-33-trailer-antonio-banderas-film-chilean-miners-rescue
<p>The story of the rescue of 33 Chilean miners trapped in a collapsed mineshaft has – inevitably – become a film, starring Antonio Banderas</p><p>You would suppose that the rescue of a bunch of miners buried deep underground and facing certain death would be perfect source material for a major motion picture, and you’d be right: the story of the 2010 Chilean mining disaster has been shepherded on to the big screen in (relatively) short order. And now the trailer for The 33 is out, we can get a sense of what’s transpired.</p> <a href="http://www.theguardian.com/film/2015/jul/29/the-33-trailer-antonio-banderas-film-chilean-miners-rescue">Continue reading...</a>FilmAntonio BanderasChilean miners rescueChileAmericasCultureWorld newsMarketing & PRMediaDramaWed, 29 Jul 2015 17:28:00 GMThttp://www.theguardian.com/film/2015/jul/29/the-33-trailer-antonio-banderas-film-chilean-miners-rescuePhotograph: PRQuaver ... The 33Photograph: PRQuaver ... The 33Guardian film2015-07-29T17:28:00ZCaroline Chisholm obituaryhttp://www.theguardian.com/books/2015/jul/29/caroline-chisholm-obituary
<p>My sister Caroline Chisholm, who has died from a brain tumour aged 43, was an award-winning novelist, a professional communicator for a number of high-profile charities and a dedicated environmentalist.</p><p>Caroline was born in Brentwood, Essex, the second of five children of Bob and Marsha Chisholm. Our father worked for HM Customs &amp; Excise and in that capacity was assigned to positions across the UK. Caroline attended primary schools first in Ibstone, Buckinghamshire, and then over 700 miles away in the Shetland Islands. Her education continued in Peterlee, County Durham, before she completed GCSEs and A-levels in Westcliff-on-Sea. She went to Queen’s University Belfast, and graduated in English and Russian studies.</p> <a href="http://www.theguardian.com/books/2015/jul/29/caroline-chisholm-obituary">Continue reading...</a>BooksCharitiesVoluntary sectorSocietyMarketing & PRMediaCultureWed, 29 Jul 2015 15:09:24 GMThttp://www.theguardian.com/books/2015/jul/29/caroline-chisholm-obituaryPhotograph: PRCaroline Chisholm’s Swimming Pool Hill won the Peggy Chapman-Andrews first novel award in the Bridport prize literary competition in 2014Photograph: PRCaroline Chisholm’s Swimming Pool Hill won the Peggy Chapman-Andrews first novel award in the Bridport prize literary competition in 2014Helen Bradley2015-07-29T15:09:24ZHow to build a winning ad campaign – live webchathttp://www.theguardian.com/media-network/2015/jul/29/how-to-build-a-winning-ad-campaign-live-webchat
<p>From research and preperation to creative and distribution, join us and a panel of experts <strong>from 1-2:30pm BST on Thurs 6 August</strong> to discuss what makes for a successful ad campaign</p>
<ul>
<li><a href="mailto:matthew.caines@theguardian.com">Join the panel</a></li>
</ul><p><a href="http://adage.com/lp/top15/#intro" rel="nofollow">AdAge’s list</a> of the top 15 ad campaigns of the 21st century makes for a pretty neat playbook on how advertising should be done.<br /></p><p>The past 15 years was a period of significant technological upheaval that caused so much change in the way ads are made, served an consumed. Yet, in the face of such disruption, iconic campaigns such as Budweiser’s Whassup, Dove’s <a href="https://www.youtube.com/watch?v=XpaOjMXyJGk" rel="nofollow">Campaign for Real Beauty</a>, Old Spice’s <a href="https://www.youtube.com/watch?v=owGykVbfgUE" rel="nofollow">The Man Your Man Could Smell Like</a> and Metro Trains’ <a href="https://www.youtube.com/watch?v=IJNR2EpS0jw" rel="nofollow">Dumb Ways to Die</a> have all succeeded, winning hearts, minds, column-inches and the public’s hard-earned pennies.</p> <a href="http://www.theguardian.com/media-network/2015/jul/29/how-to-build-a-winning-ad-campaign-live-webchat">Continue reading...</a>Media & Tech NetworkAdvertisingMarketing & PRMediaWed, 29 Jul 2015 15:00:02 GMThttp://www.theguardian.com/media-network/2015/jul/29/how-to-build-a-winning-ad-campaign-live-webchatPhotograph: AlamyWhat ingredients go into creating a winning ad campaign?Photograph: AlamyWhat ingredients go into creating a winning ad campaign?Photograph: AlamyPhotograph: AlamyMatthew Caines2015-07-29T15:00:02ZVenice announces premieres of major Oscar contenders – and Laurie Anderson film about her border terrier, Lolabellehttp://www.theguardian.com/film/2015/jul/29/venice-film-festival-2015-premieres-eddie-redmayne-laurie-anderson
<ul><li>Festival to show movies from 2014 rivals Eddie Redmayne and Michael Keaton<br></li><li>Other titles include much-anticipated Kristen Stewart and Tilda Swinton films</li><li>Anderson’s canine film essay to screen alongside commercial Scorsese short</li></ul><p> <span>Related: </span><a href="http://www.theguardian.com/film/2015/jul/29/venice-film-festival-2015-full-lineup">Venice film festival 2015: full lineup</a> </p><p>The late-summer scrap for high-prestige premieres and awards-friendly titles between the Toronto, Telluride and Venice film festivals has become a highlight of the film industry calendar. A few years ago it looked as if Toronto, with its proximity to lucrative North American markets and shortish skip by private jet from Burbank airport, was comprehensively outpunching its more venerable Italian rival, while it <a href="http://www.theguardian.com/film/2015/jun/04/tiff-blows-over-as-toronto-film-festival-modifies-telluride-ban">also declared battle on the Colorado weekender</a>. However, in recent editions, Venice has asserted itself, giving a platform to Birdman last year, and Gravity the year before that, to re-establish itself as a powerful presence on the film festival circuit.</p><p> <span>Related: </span><a href="http://www.theguardian.com/film/2015/jul/28/toronto-film-festival-premieres-tiff-stonewall-freeheld">Toronto film festival 2015 to premiere Oscar hopefuls Freeheld and Stonewall</a> </p> <a href="http://www.theguardian.com/film/2015/jul/29/venice-film-festival-2015-premieres-eddie-redmayne-laurie-anderson">Continue reading...</a>Venice film festival 2015Venice film festivalFestivalsFilmCultureEverestEddie RedmayneIdris ElbaNetflixMediaMark RuffaloRachel McAdamsMichael KeatonAtom EgoyanChristopher PlummerWorld cinemaMountaineeringMount EverestWorld newsCrimeJohnny DeppCharlie KaufmanAnimationKickstarterInternetTechnologyTilda SwintonKristen StewartNicholas HoultLaurie AndersonMusicDocumentaryJanis JoplinMartin ScorseseRobert De NiroBrad PittLeonardo DiCaprioMarketing & PRWed, 29 Jul 2015 12:01:32 GMThttp://www.theguardian.com/film/2015/jul/29/venice-film-festival-2015-premieres-eddie-redmayne-laurie-andersonPhotograph: PRGiddy heights … Jake Gyllenhaal in Everest.Photograph: PRGiddy heights … Jake Gyllenhaal in Everest.Photograph: PRFamily values ... The Clan, directed by Pablo TraperoPhotograph: PRFamily values ... The Clan, directed by Pablo TraperoPhotograph: PRIn the Spotlight … Michael Keaton, Mark Ruffalo and Rachel McAdams are among the cast of the movie, which will premiere at Venice.Photograph: PRIn the Spotlight … Michael Keaton, Mark Ruffalo and Rachel McAdams are among the cast of the movie, which will premiere at Venice.Andrew Pulver2015-07-29T12:01:32ZWhat are the business benefits of being more transparent?http://www.theguardian.com/sustainable-business/2015/jul/29/what-are-the-business-benefits-of-being-more-transparent
<p>Adopting an open leadership style can bring enormous benefits in terms of company culture, employee engagement, customer loyalty and productivity</p><p>Interested in what a company or its chief executive is really like behind the corporate PR machine? These days it’s easy to find out. The internet has enabled employees to share exactly what they think about working where they do, and websites such as Glassdoor give employees the opportunity to leave anonymous reviews about their companies. Glassdoor’s most recent survey of the <a href="http://www.glassdoor.co.uk/Highest-Rated-CEOs-UK-LST_KQ0,21.htm" rel="nofollow">most popular CEOs</a> attracted a lot of publicity.</p><p>So, should CEOs adapt their leadership style now they are open to public criticism? Yes – but not simply with a view to ratings-chasing. Adopting a more transparent leadership style can bring enormous benefits in terms of company culture, employee engagement and productivity. Increased transparency does also tend to have a very positive impact on a company’s reputation. <br />The benefits of this go way beyond inclusion on lists of top CEOs or best employers. A great reputation leads to increased loyalty from both employees and customers, which brings real bottom-line benefits.</p><p> <span>Related: </span><a href="http://www.theguardian.com/sustainable-business/2015/may/05/millennials-employment-employers-values-ethics-jobs">Millennials want to work for employers committed to values and ethics</a> </p><p> <span>Related: </span><a href="http://www.theguardian.com/sustainable-business/2015/jul/09/antony-jenkins-sacking-may-be-the-death-knell-for-banking-reform">Antony Jenkins' sacking from Barclays may be the death knell for banking reform</a> </p><p> <span>Related: </span><a href="http://www.theguardian.com/sustainable-business/2015/jun/12/turning-a-bad-reputation-round-can-take-years-of-good-leadership">Turning a bad reputation round can take years of good leadership</a> </p> <a href="http://www.theguardian.com/sustainable-business/2015/jul/29/what-are-the-business-benefits-of-being-more-transparent">Continue reading...</a>Guardian sustainable businessWork & careersMarketing & PRBusinessEthical businessWed, 29 Jul 2015 10:33:58 GMThttp://www.theguardian.com/sustainable-business/2015/jul/29/what-are-the-business-benefits-of-being-more-transparentPhotograph: AlamyDoes more open leadership help companies perform better?Photograph: AlamyDoes more open leadership help companies perform better?Simon Hayward2015-07-29T10:33:58ZFoster’s ditches laddishness with advert starring wannabe cheerleaderhttp://www.theguardian.com/media/media-blog/2015/jul/28/fosters-ditches-laddishness-with-advert-starring-wannabe-cheerleader
<p>The Australian beer company has broken with the past, also this week, Persil breaks to the beats and Smart opens the door to its new car</p><p>The era of the lad’s lad is over according to this commercial for an Australian lager which has a man training to be a cheerleader. In fairness, it isn’t entirely because he’s in touch with his feminine side as he appears to be motivated by a twin desire to be close to his beautiful female colleagues and the rugby stars he idolises.<br /><strong>Agency:</strong> <a href="http://www.adamandeveddb.com/">adam&amp;eveDDB</a><br /><strong>Director:</strong> <a href="http://www.independ.net/directors/glue-society/">Gary Freedman</a> </p> <a href="http://www.theguardian.com/media/media-blog/2015/jul/28/fosters-ditches-laddishness-with-advert-starring-wannabe-cheerleader">Continue reading...</a>AdvertisingMediaMarketing & PRTue, 28 Jul 2015 10:58:23 GMThttp://www.theguardian.com/media/media-blog/2015/jul/28/fosters-ditches-laddishness-with-advert-starring-wannabe-cheerleaderPhotograph: Jason StonePhotograph: Jason StoneJason Stone2015-07-28T10:58:23ZAd break: Foster's, Persil, Smart Cars, HP, Honda, AT&T – videohttp://www.theguardian.com/media/video/2015/jul/28/ad-break-fosters-persil-smart-cars-hp-honda-at-t-video
This week's compilation of new adverts from around the world ends with an astonishing road safety reminder from AT&amp;T that you really ought to watch. Before that, there's a new, less laddish approach from Foster's; a young breakdancing star for Persil; a memorable yelp for Smart Cars; and rainbow horses from Australia for Honda <a href="http://www.theguardian.com/media/video/2015/jul/28/ad-break-fosters-persil-smart-cars-hp-honda-at-t-video">Continue reading...</a>MediaTelevision & radioMarketing & PRTelevisionAdvertisingTue, 28 Jul 2015 10:57:36 GMThttp://www.theguardian.com/media/video/2015/jul/28/ad-break-fosters-persil-smart-cars-hp-honda-at-t-videoguardian.co.uk140x84 trailpic for Ad Break: Foster's, Persil, Smart Cars, HP, Honda, AT &amp; T videoJason Stone2015-07-28T10:57:36ZFive ways to bring advertising to life in the internet of thingshttp://www.theguardian.com/media-network/2015/jul/28/internet-things-advertising-marketing
<p>As the number of connected devices grows, we look at how advertisers are making ever more creative campaigns</p><p>The digital advertising industry is already undergoing something of a transformation. While facing an existential threat from the ascendant ad blocker, advertisers are leading the charge to create ever more tailored advertising experiences.</p><p>The proliferation of connected devices under the internet of things (IoT) promises to disrupt the industry further by increasing the number of opportunities for advertisers to learn about and sell to consumers.</p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/jul/27/artificial-intelligence-future-advertising-saatchi-clearchannel">Is artificial intelligence the next step in advertising?</a> </p> <a href="http://www.theguardian.com/media-network/2015/jul/28/internet-things-advertising-marketing">Continue reading...</a>Media & Tech NetworkInternet of thingsTechnologyAdvertisingAdvertisingMarketing & PRTue, 28 Jul 2015 10:31:20 GMThttp://www.theguardian.com/media-network/2015/jul/28/internet-things-advertising-marketingPhotograph: Sergio Azenha/AlamyNike+ is lauded as one of the best uses of experiential marketing.Photograph: Sergio Azenha/AlamyNike+ is lauded as one of the best uses of experiential marketing.Marc Ambasna-Jones2015-07-28T10:31:20ZNick Southall obituaryhttp://www.theguardian.com/music/2015/jul/27/nick-southall-obituary
<p>My friend Nick “Ringo” Southall, who has died aged 44 of lung cancer, left a large legacy across the worlds&nbsp;he moved in – as a rock drummer, band manager and public relations entrepreneur. He lived his life&nbsp;both fearlessly and with tireless enthusiasm.</p><p>Nick was born in Wordsley, West Midlands, the son of Ted, who ran a pattern-making business, and Maureen (nee Nolan), who worked with Ted. Nick went to Summerhill school in Kingswinford, where his talent for music was immediately evident; he became an&nbsp;accomplished French horn player, although his real passion was for his drum kit and&nbsp;for rock music. Diagnosed with type 1 diabetes in his teens, he typically tackled the condition head on by getting involved&nbsp;with the British Diabetic Association. Injections became a daily routine and&nbsp;his diabetes helped give him insight into the&nbsp;sometimes unorthodox lives of others.</p> <a href="http://www.theguardian.com/music/2015/jul/27/nick-southall-obituary">Continue reading...</a>MusicCultureMusic industryBusinessMarketing & PRMediaLabourPoliticsUniversity of East LondonUK newsMon, 27 Jul 2015 17:17:12 GMThttp://www.theguardian.com/music/2015/jul/27/nick-southall-obituaryPhotograph: /PRNick 'Ringo' Southall would only work on something he believed inPhotograph: /PRNick 'Ringo' Southall would only work on something he believed inLiam Jarneki2015-07-27T17:17:12ZIs artificial intelligence the next step in advertising?http://www.theguardian.com/media-network/2015/jul/27/artificial-intelligence-future-advertising-saatchi-clearchannel
<p>Ads that adapt to users reactions could represent the future for engagement with out-of-home campaigns</p><p>Artificial intelligence (AI) has rarely been out of the public eye in the past 12 months. <a href="http://www.theguardian.com/science/2014/dec/02/stephen-hawking-intel-communication-system-astrophysicist-software-predictive-text-type">Stephen Hawking’s grave warning</a>, Channel 4 drama <a href="http://www.theguardian.com/tv-and-radio/tvandradioblog/2015/jun/22/humans-bankable-british-tv-show-that-isnt-costume-drama">Humans</a> and big screen outings <a href="http://www.theguardian.com/film/2015/jan/25/ex-machina-review-mark-kermode-alex-garland-vikander">Ex Machina</a> and <a href="http://www.theguardian.com/film/terminator-genesis">Terminator Genysis</a> have all asked questions about the the potential of AI, and what it could mean for humans.</p><p>While for some the notion of AI represents a step into science fiction (or at least science future), there are iterations that have real world implications at this moment. This version of AI will probably not bring about downfall of humanity, but rather be used to shape how advertising is created and targeted.</p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/jul/15/teach-coding-weapon-robot-jobs-automation">Coding is the key in a world of robot workers</a> </p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/jun/12/artificial-intelligence-ai-human-computer">How to prevent creeping artificial intelligence becoming creepy</a> </p> <a href="http://www.theguardian.com/media-network/2015/jul/27/artificial-intelligence-future-advertising-saatchi-clearchannel">Continue reading...</a>Media & Tech NetworkAdvertisingDigital mediaArtificial intelligence (AI)Marketing & PRRobotsMediaTechnologyMon, 27 Jul 2015 09:45:01 GMThttp://www.theguardian.com/media-network/2015/jul/27/artificial-intelligence-future-advertising-saatchi-clearchannelPhotograph: M&C Saatchi/PRSome of the image choices available for the Bahio coffee AI ad to work from.Photograph: M&C Saatchi/PRSome of the image choices available for the Bahio coffee AI ad to work from.Photograph: M&C Saatchi/PROne of the 1500 variations the poster has created.Photograph: M&C Saatchi/PROne of the 1500 variations the poster has created.Photograph: M&C Saatchi/PRM&amp;C Saatchi’s artificial intelligence ad on Oxford Street.Photograph: M&C Saatchi/PRM&amp;C Saatchi’s artificial intelligence ad on Oxford Street.John Still2015-07-27T09:45:01ZSpinning more plates than ever: my move from PR agency to in-house jobhttp://www.theguardian.com/media-network/2015/jul/24/spinning-plates-move-pr-agency-in-house-job
<p>My decision to leave agency land raised colleagues’ eyebrows, but they were wrong to be so sceptical</p><p>A few months ago, I <a href="http://www.theguardian.com/media-network/2015/apr/17/prs-in-house-versus-agency-debate">blogged here </a>ahead of a job move from a PR agency to a public sector in-house environment, a move that was met by a few raised eyebrows from colleagues, who wasted no time telling me that I was “too dynamic” for the role. I took the plunge and am now several months in – an apt point at which to make a few reflections on life on the other side of the fence. <br /></p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/feb/13/media-sell-in-pr-coverage">It’s time to buy into selling-in: the most hated task in PR is its most strategic</a> </p><p> <span>Related: </span><a href="http://www.theguardian.com/media-network/2015/mar/06/not-all-careers-in-pr-end-in-agency-exhaustion">Not all careers in PR end in agency exhaustion</a> </p> <a href="http://www.theguardian.com/media-network/2015/jul/24/spinning-plates-move-pr-agency-in-house-job">Continue reading...</a>Media & Tech NetworkMarketing & PRMediaWork & careersMoneyFri, 24 Jul 2015 06:30:18 GMThttp://www.theguardian.com/media-network/2015/jul/24/spinning-plates-move-pr-agency-in-house-jobPhotograph: Getty Images‘I thrive under pressure, so it’s a relief that I’m just as busy working in-house as I was when I was agency-side.’Photograph: Getty Images‘I thrive under pressure, so it’s a relief that I’m just as busy working in-house as I was when I was agency-side.’Anonymous2015-07-24T06:30:18ZA Nightmare on Elm Street toaster? The worst movie merchandisehttp://www.theguardian.com/film/2015/jul/23/a-nightmare-on-elm-street-toaster-the-worst-movie-merchandise
<p>The use of Inside Out’s emotions to flog broadband and sub sandwiches is merely the latest inglorious example of a commercial logic that has seen Aliens toys, a Rambo colouring book, and a Freddy Krueger children’s puppet</p><p>Misjudged movie tie-ins tend to fall into three categories. There is the blatantly shoddy, where a logo or title is attached to a product unconnected with the film in question: an <a href="http://thefangirlproject.com/wp-content/uploads/2013/12/FandomMerch08.jpg">unwieldy dumbbell-shaped alarm clock</a> is not transformed magically into a covetable item merely by having the name “Thor” slapped on it, any more than the words “Star Trek” enable <a href="https://thedissolve.com/features/adventures-in-licensing/713-a-dubious-star-trek-v-scene-inspired-a-dubious-pro/">a marshmallow dispenser</a> to do anything other than dispense marshmallows. Then there is the compellingly bizarre: <a href="https://www.youtube.com/watch?v=PtatVM0jGzA">a plastic replica of Jar Jar Binks’s head</a> with an edible candy tongue protruding salaciously from its jaws was never likely to improve the poll ratings of the most loathed character in the history of cinema. But in the third category, promotion can become insidious: here, the values of the movie are at completely odds with the advertising partner - or sometimes with the very concept of advertising. The current use in commercials of characters from Pixar’s charming adventure <a href="http://www.theguardian.com/film/inside-out">Inside Out</a>, for example, represents exploitation at its most crass. The film is set in one girl’s brain, where five emotions (Joy, Sadness, Fear, Anger and Disgust) are engaged in an ongoing tug-of-war over her mood. Its message is that we should pay as much heed to difficult emotions as to uplifting ones. Rather than allowing Sadness to be drowned out by Joy, we must listen to what she has to tell us. But the message she imparts in the advertising campaigns harnessed to the film can be summarised as follows: hold the jalape&ntilde;os when you <a href="https://www.youtube.com/watch?v=zdjBFbGVCp4">buy a delicious Subway sandwich</a> and <a href="https://www.youtube.com/watch?v=MdVeK9zgdbE">don’t purchase broadband from anyone but Sky</a>.</p><p> <span>Related: </span><a href="http://www.theguardian.com/film/2015/jul/23/inside-out-review-high-iq-family-entertainment">Inside Out review – high IQ family entertainment</a> </p> <a href="http://www.theguardian.com/film/2015/jul/23/a-nightmare-on-elm-street-toaster-the-worst-movie-merchandise">Continue reading...</a>FilmMarketing & PRToysCultureMediaInside OutThe Hunger GamesLife and styleThu, 23 Jul 2015 18:14:53 GMThttp://www.theguardian.com/film/2015/jul/23/a-nightmare-on-elm-street-toaster-the-worst-movie-merchandisePhotograph: PR/PRAliens Action Fleet toy.Photograph: PR/PRAliens Action Fleet toy.Photograph: PR/PRBoard stupid: the E.T. game.Photograph: PR/PRBoard stupid: the E.T. game.Photograph: PRFreddy’s ready: brighten up breakfast with a Nightmare on Elm Street toaster.Photograph: PRFreddy’s ready: brighten up breakfast with a Nightmare on Elm Street toaster.Ryan Gilbey2015-07-23T18:14:53ZThe Hunger Games: Mockingjay – Part 2: watch the first full length trailerhttp://www.theguardian.com/film/2015/jul/23/the-hunger-games-mockingjay-part-2-trailer-jennifer-lawrence
<p>Jennifer Lawrence plays Katniss Everdeen for the last time in the battle-focused final chapter Mockingjay – Part 2</p><p>The final chapter in the Hunger Games franchise hits cinemas in November and after <a href="http://www.theguardian.com/film/video/2015/jul/13/jennifer-lawrence-hunger-games-mockingjay-part-2-trailer-video">a tease last month</a>, the full-length trailer for Mockingjay – Part 2 has now arrived.</p><p> <span>Related: </span><a href="http://www.theguardian.com/film/ng-interactive/2015/jul/28/trailer-park">Trailer Park</a> </p> <a href="http://www.theguardian.com/film/2015/jul/23/the-hunger-games-mockingjay-part-2-trailer-jennifer-lawrence">Continue reading...</a>The Hunger Games: Mockingjay Part 2FilmCultureJennifer LawrenceAction and adventureUS newsWorld newsMarketing & PRFilm adaptationsBooksMediaChildren and teenagersHunger GamesSuzanne CollinsThu, 23 Jul 2015 16:09:06 GMThttp://www.theguardian.com/film/2015/jul/23/the-hunger-games-mockingjay-part-2-trailer-jennifer-lawrencePhotograph: PRNo more hunger ... Mockingjay: Part 2 will be the final film in the franchise.Photograph: PRNo more hunger ... Mockingjay: Part 2 will be the final film in the franchise.Benjamin Lee2015-07-23T16:09:06ZThe data-driven economy will help marketers exploit ushttp://www.theguardian.com/media-network/2015/jul/23/data-driven-economy-marketing
<p>The internet of things will improve marketers’ understanding of consumers, enabling them to better advertise products we don’t need</p><p>The mathematical basis of rational behaviour was described in the 17th century by Blaise Pascal, but implications for philosophical thinking and rationality were laid out in the late 18th century by the “French Newton”, Pierre-Simon Laplace.</p><p>Laplace applied probability to the social and scientific questions of his day, explaining its principles in <a draggable="true" href="http://www.amazon.co.uk/Philosophical-Essay-Probabilities-Dover-Mathematics/dp/0486288757">A Philosophical Essay on Probabilities</a>. He envisaged a social utopia based on rational behaviour. He associated the term evil with the idea of a “false expectation”, one that isn’t borne out by the underlying probabilities.</p> <a href="http://www.theguardian.com/media-network/2015/jul/23/data-driven-economy-marketing">Continue reading...</a>Media & Tech NetworkInternet of thingsTechnologyMarketing & PRMediaThu, 23 Jul 2015 10:52:22 GMThttp://www.theguardian.com/media-network/2015/jul/23/data-driven-economy-marketingPhotograph: Katherine Anne RoseSmart watches and wearables are just one way the internet of things will glean more data about the way we live.Photograph: Katherine Anne RoseSmart watches and wearables are just one way the internet of things will glean more data about the way we live.Neil Lawrence2015-07-23T10:52:22ZJurassic World thunders past The Avengers to number 3 on all-time box office listhttp://www.theguardian.com/film/2015/jul/23/jurassic-world-past-the-avengers-number-3-all-time-box-office-list
<p>Dinosaur thriller overtakes Marvel superhero film in worldwide earnings to leave only Titanic and Avatar in its sights</p><p>Box office records continue to tumble for Jurassic World, the fourth in the series of dinosaur theme park thrillers which began with Jurassic Park. Having recently <a href="http://www.theguardian.com/film/2015/jul/21/jurassic-world-stomps-to-top-of-2015-global-box-office">claimed the title of 2015’s most successful film so far</a>, Jurassic World has now overtaken The Avengers <a href="http://www.hollywoodreporter.com/news/box-office-jurassic-world-becomes-810460">to grab the number three spot</a> in the list of all-time biggest earners.</p><p>Directed by Colin Trevorrow, and starring <a href="http://www.theguardian.com/film/chris-pratt">Chris Pratt</a> and <a href="http://www.theguardian.com/lifeandstyle/2011/oct/29/bryce-dallas-howard-the-help-family-values">Bryce Dallas Howard</a>, Jurassic World’s global box office total has now reached $1.522bn; The Avengers <a href="http://www.boxofficemojo.com/movies/?id=avengers11.htm">finished on $1.52bn</a> after its release in 2012. Jurassic World, however, still has some distance to go before catching the top two: Titanic ($2.19bn) and Avatar ($2.79bn).</p><p> <span>Related: </span><a href="http://www.theguardian.com/film/filmblog/2015/jun/10/is-jurassic-world-sexist-assessing-the-films-key-females-of-the-species">Is Jurassic World sexist? Assessing the film's key females of the species</a> </p> <a href="http://www.theguardian.com/film/2015/jul/23/jurassic-world-past-the-avengers-number-3-all-time-box-office-list">Continue reading...</a>Jurassic WorldChris PrattAction and adventureScience fiction and fantasyFilm industryBusinessFilmCultureSteven SpielbergThe AvengersMarketing & PRMediaUS newsWorld newsThu, 23 Jul 2015 10:32:00 GMThttp://www.theguardian.com/film/2015/jul/23/jurassic-world-past-the-avengers-number-3-all-time-box-office-listPhotograph: PRHigher and higher ... Jurassic World.Photograph: PRHigher and higher ... Jurassic World.Andrew Pulver2015-07-23T10:32:00ZBack from the brink: five successful rebrands and why they workedhttp://www.theguardian.com/small-business-network/2015/jul/23/five-successful-rebrands-why-worked
<p>From Apple to Lego, small businesses can learn from some of the world’s most successful branding revamps</p><p>How do you rebrand your high-end fashion label after it becomes associated with hooliganism? Or resurrect your beer when it acquires the nickname “wife beater”?</p><p>As many businesses know, reputations take time to build but can be shattered in seconds. However, there have been some remarkable turnarounds by well-known companies, which have rescued their languishing brands. From Lego to Stella Artois, we take a look at what went wrong and how these companies changed their fortunes for the better:</p> <a href="http://www.theguardian.com/small-business-network/2015/jul/23/five-successful-rebrands-why-worked">Continue reading...</a>Guardian Small Business NetworkMarketing & PRBusinessSmall businessEntrepreneursMediaThu, 23 Jul 2015 06:00:02 GMThttp://www.theguardian.com/small-business-network/2015/jul/23/five-successful-rebrands-why-workedPhotograph: Mark Renders/Getty ImagesStella Artois shook off its negative image by launching a range of drinks under the softer brand name Artois.Photograph: Mark Renders/Getty ImagesStella Artois shook off its negative image by launching a range of drinks under the softer brand name Artois.Photograph: Dan Kitwood/Getty ImagesBrand building: LegoPhotograph: Chris Jackson/Getty ImagesActress Emma Watson (centre left) is a brand ambassador for Burberry.Photograph: Chris Jackson/Getty ImagesActress Emma Watson (centre left) is a brand ambassador for Burberry.Photograph: David Paul Morris/Getty ImagesApple’s former chief executive, Steve Jobs, brought the company back from the brink.Photograph: David Paul Morris/Getty ImagesApple’s former chief executive, Steve Jobs, brought the company back from the brink.Photograph: AlamyBrand wars: a clever campaign helped Lego rebuild its image.Photograph: AlamyBrand wars: a clever campaign helped Lego rebuild its image.Kitty Dann and Matthew Jenkin2015-07-23T06:00:02Z